Video: Getting the job done

You'll need at least two technologies to execute your email marketing strategy: an authoring technology to create the content of your emails in HTML and a delivery technology that has the ability to deliver and track emails sent to a large email list. In order to do literally everything on your own, you're going to need to own your own email server. You'll need extensive programming knowledge and database skills. I don't recommend doing absolutely everything in-house, even for a large company with lots of technical resources.

Let John Arnold show you how to get the most out of email marketing campaigns. This course offers strategies for building a quality list of subscribers and maintaining a company's brand and reputation by complying with spam laws, creating valuable email content, and ensuring emails are branded consistently. It also covers crafting marketing emails—from format and design to content—and analyzing the effectiveness of email campaigns.

Getting the job done

You'll need at least two technologies to execute your email marketing strategy:an authoring technology to create the content of your emails in HTML and adelivery technology that has the ability to deliver and track emails sent toa large email list.In order to do literally everything on your own, you're going to need to ownyour own email server.You'll need extensive programming knowledge and database skills.I don't recommend doing absolutely everything in-house, even for a large companywith lots of technical resources.

Instead use an email marketing provider or EMP to help you run your strategy.An EMP is a company that offers a suite of tools to help you create, send, andtrack your own marketing emails.Most EMPs allow you to create emails without the need to know any HTML or theprogramming languages.And you won't need to set up and manage your own email servers and deliverygateways, because EMP is sending email from their servers on your behalf.Your customers will never know the difference and you'll probably getbetter delivery rates too.

EMPs give you tracking reports and database tools to manage your email lists andsome EMPs even provide support and educational resources to help you gainexpertise in marketing and the use of the EMP's tools.Enterprise-level EMPs give you access to advanced features, such aspoint-of-sale integration, email automation, advanced segmentation, andbehavioral targeting.Remember that one of the most important assets of your email marketing strategyis your email database.Make sure you use a company that secures your email database properly andprotects the privacy of your email list subscribers.

In the next section of the course, I show you how to protect your database inanother way: by avoiding unsubscribes and spam complaints.

Find answers to the most frequently asked questions about Email Marketing Basics .

Learn by watching, listening, and doing, Exercise files are the same files the author uses in the course, so you can download them and follow along Premium memberships include access to all exercise files in the library.

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Learn by watching, listening, and doing! Exercise files are the same files the author uses in the course, so you can download them and follow along. Exercise files are available with all Premium memberships.
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